Tips from 'Shark Tank' alumni

How to get on the show:

It helps if you have an interesting story. Also, try to get on a bunch of local television shows. The "Shark Tank" casting directors and producers want to feel like you won't waste their time, and this will show them you know what you're doing.

— Dorene Humason, The Chef in Black from Season One

Why you should try:

Six million to 8 million viewers – that's why you do "Shark Tank." You might not even want the sharks' money. It's a free five-minute infomercial.

— Mike Robinson, Cuddletunes from Season Four

Once you're on:

You need to connect with the sharks on a personal level.

— Carmen Lindner, Gotta Have S'more from Season Four

— Marni Usheroff

Before Orange County entrepreneur Shelly Ehler taped her appearance on "Shark Tank," she said she got some frank advice from one of the show's producers: If you get a deal, don't think you've won the lottery – what you've won is the opportunity to work really, really hard.

Ehler and four other alumni of the reality TV program shared advice from their experiences Saturday at Shark Boot Camp, held at Posch Restaurant in Irvine. Roughly 50 people gathered for entrepreneurial guidance and tips on how to navigate the ABC program, which allows startups to pitch to a panel of wealthy investors called sharks in hopes of getting funding in exchange for a piece of their product or business.

"It's a marketing opportunity, not the end of all your hard work and the pot of gold at the end of the rainbow," said Carmen Lindner, who recently pitched her s'mores in the shape of mini-muffins on Season Four but didn't snag a deal. "Getting on TV and presenting your product really well is the end goal, if you're wanting to get on 'Shark Tank.'"

Ehler did get a deal for her ShowNo towel, which has a slit in the middle so users can slip it over their heads and use it as a cover-up while changing. Shark Lori Greiner of QVC fame offered $75,000 for a 25 percent stake in Ehler's company during a February 2012 episode. Ehler said the deal didn't work out exactly as seen on TV, though she declined to specify the details due to her contract.

During the alumni panel, Michele Kapustka, who pitched her "greeting ball" company during the first season but didn't walk away with funding, said that sometimes deals can fall through altogether during the due-diligence phase that takes place after taping the episode. "I only close one-third of the hands that I shake," shark Kevin O'Leary told the New York Post earlier this year.

The New York Times recently pointed out that entrepreneurs who appear on the show are also subject to a contractual clause that can entitle "Shark Tank" to 5 percent of their companies or 2 percent of future royalties regardless of whether they reach a deal. Ehler acknowledged such a clause but said the show maintains the right to exercise this option and, in her case, hasn't as of yet.

Appearing on "Shark Tank" has proved helpful for Ehler. Greiner helped get a ShowNo order into Disney water parks, and the publicity has helped the company expand into other parks, including SeaWorld.

Even so, Ehler, who's grateful to the show, hasn't become rich overnight.

"'Shark Tank' helped my company blow up, but I've not made a lot of money with it yet," Ehler said in an interview.

She came up with the idea for ShowNo after her husband's business sank during the recession. The Ladera Ranch mom said inspiration struck when she was at the pool one day with her two young sons, who were changing out of their wet swimsuits while she was trying to hold towels up around them.

Since her "Shark Tank" episode aired, Ehler has had a crash course in scaling up her business and all the challenges that come with it. For example, Ehler recently went to her manufacturer to pick up her first large order for SeaWorld, an account she'd worked a year and a half to get. In addition to being late, she found the towels had been sewed incorrectly.

"I took all the right steps to make sure this is perfect," Ehler said. "What happened?"

Although Elher initially spoke quite often with Greiner, a seasoned entrepreneur, she said Greiner is crazy-busy and not as available now. Ehler has had to educate herself about topics such as licensing, distribution and fulfillment centers. She also turns to her network of "Shark Tank" alumni as a resource when it comes to business questions, querying their private Facebook group when she needs answers or emotional support.

That said, ShowNo has been profitable. And now that Ehler's cutting her costs in half with bulk orders, she's increasing her profit margins and said she'll finally be in the position to really make money with the product. Ehler said she's in the process of signing a licensing agreement with a company that manufactures towels for Target and other big-box stores.

She was also very excited about ShowNo's scheduled appearance on the July 4 "Deals and Steals" segment of "Good Morning America." Ehler said her towel will be offered at half-price alongside other featured products for a day-long sale. She's heard these deals can result in moving thousands of units in an hour.

If all goes well on "Good Morning America," Ehler would like to take her kids on a summer vacation somewhere nice to celebrate their success so far. She said they haven't had the opportunity to do that in years.

Shelly Ehler creator of ShowNo towels spoke at a recent Shark Boot Camp in Irvine. ANA P. GUTIERREZ, FOR THE REGISTER
Shelly Ehler poses with her product, ShowNo towels. ANA P. GUTIERREZ, FOR THE REGISTER
Shelly Ehler, who created the ShowNo towels, speaks during the Shark Boot Camp in Irvine at Posch Restaurant on Saturday, June 29, 2013. ANA P. GUTIERREZ, FOR THE REGISTER
Shelly Ehler holds up the patent for her ShowNo towels. ANA P. GUTIERREZ, FOR THE REGISTER

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